It helps us -- it helps us craft a product that we know is engaging. We don't follow our numbers exclusively -- and I should point out that we don't pay attention to the overall number of people reading a particular story who may have been directed to it from Google or wherever. We're only really interested in the people landing on our dedicated home pages, the home page, the US home page or the UK home page, we're only interested in their behaviour because we want to know what stories are they interested in, so that we can make sure that the stories they are most interested in are projected best and that we follow best. But we don't follow that slavishly.
Quite often -- it also helps us to craft headlines, so it means that if there's a story that I as a journalist and an editor think is really important that people should be reading but aren't reading, then it gives me the opportunity to recraft the headline or the intro or the picture to make sure that people do read it. It's not a question of just putting the most popular stories at the top, it's not as simple as that, but it allows you to craft the most engaging product that you can and clearly it's been a huge part of MailOnline's success because it's those direct visitors, the people who are landing direct on your home page, that the business is built around and that we edit for. We don't edit for aggregators, we don't edit for Google News or anyone else, we edit for people who type in "Daily Mail" into their browser bar and come to us directly every day.